WordPress: The Missing Manual – Covers what you need to know & can profit from – #bookreview

WordPress: The Missing Manual
Matthew MacDonald
(O’Reilly, paperbackKindle)

It’s easy to set up and launch a basic WordPress blog. But once you do, it’s also very easy to just keep blogging and ignore the many other options and features that WordPress offers. (I’m guilty of that, which is why I’m happy to see this book.)

If you want to know more about how to use WordPress or how to improve the appearance of an existing blog, WordPress: The Missing Manual definitely should be in your hands.  Matthew MacDonald’s new book is well-written, heavily illustrated, and packed with good how-to steps and tips.

Many small businesses and numerous large companies also use WordPress to provide some or all of their web presence. MacDonald’s 545-page how-guide has essential information for these users, too.

The book is organized into five parts:

  • Part One: Starting Out with WordPress – Covers key decisions you should make before starting to use WordPress.
  • Part Two: Building a WordPress Blog – The blogging-on-WordPress basics are presented here. But: “Even if you’re planning something more exotic than JAWB (Just Another WordPress Blog, don’t skip this section,” the author urges. “The key skills you’ll learn here also underpin custom sites, like the kind you’ll learn to build in Part Four of the book.”
  • Part Three: Supercharging Your Blog – Explains how to use plug-ins to add new features to your self-hosted blog site. Shows “how to put video, music, and photo galleries on any WordPress site. Covers “how to collaborate with a whole group of authors…and how to attract boatloads of web visitors….”
  • Part Four: From Blog to Website – Shows how to “take your WordPress skills beyond the blog and learn to craft a custom website” with WordPress at its heart.
  • Part Five: Appendices – Appendix A “explains how to take a website you created on a free WordPress.com hosting service and move it to another web host to get more features.” Appendix B, meanwhile, gathers up the “useful web links” scattered throughout the book and puts them into one place organized by chapter. A link also is provided where this collection of links can be downloaded.

How popular is WordPress? It is, according to MacDonald, “ridiculously popular…stunningly popular…responsible for roughly one-sixth of the world’s websites….And one out of every five new sites runs on WordPress….”

If you choose to go the WordPress route, be sure you have WordPress: The Missing Manual with you.

Si Dunn

Specificity, Selectors, and the Cascade: Applying CSS3 to Documents – #bookreview

Selectors, Specificity, and the Cascade: Applying CSS3 to Documents
Eric A. Meyer
(O’Reilly, paperbackKindle)

If you know some basic CSS but wonder how the “cascade” part of Cascading Style Sheets works, here is a useful guide.

Actually, this is a 73-page, two-chapter excerpt from the upcoming fourth edition of Eric A. Meyer’s CSS: The Definitive Guide. If you are learning CSS, dealing with CSS issues, or moving to CSS3, this small book can provide you with numerous how-to examples to apply to right now.

The first chapter focuses on “Selectors.” Selectors are not clearly defined at the beginning. But they generally are described elsewhere as “patterns” that can be used to select the element or elements you want to style in a document, such as headings of a certain font sizes or paragraphs with text in specific colors.

Fortunately, the first chapter’s code examples, descriptive paragraphs, and illustrations quickly clarify how to put selectors to work in a document. “[D]ocument structure and CSS selectors allow you to apply a wide variety of style to elements,” the author notes.

The second chapter’s topics are “Specificity and the Cascade.” And the initial technical definitions get a bit dense. For example: “When determining which values should apply to an element, a user agent must consider not only inheritance but also the specificity of the declaration, as well as the origin of the declarations themselves. The process of consideration is what’s known as the cascade.”

Uh, okay.

Once again, fortunately, the second chapter’s code samples, illustrations, and follow-up paragraphs quickly clarify what is going on. And they enable you to learn by doing, seeing the outcome, and applying what you’ve learned to documents of your own.

Si Dunn

Developing with Google+ –A handy how-to guide for working with the Google+ Platform – #programming #bookreview

Developing with Google+
Jennifer Murphy
(O’Reilly/Google Press, paperbackKindle)

Ready to integrate Google+ with an existing website? Eager to build your own Google+ social application? This well-written and nicely illustrated how-to guide can get you started.

Jennifer Murphy’s new book shows you, step by step, how to become “comfortable digging into Google+” and its application programming interface (API).

“The Google+ platform has three categories of features,” notes the author, who works at Google.

“The three categories of the Google+ platform are social plugins, like the +1 button, RESTful web services, which provide read access to Google+ data, and hangout applications, for writing your own real[-] time collaboration apps. Additionally, the RESTful web services can be used in a couple of ways. You can either access public data directly when you know what you’re looking for, or you can use OAuth2.0 to access your user’s data on Google+.”

The 91-page book is divided into six chapters that follow the progress of a fictional company ( humorously named “Baking Disasters”) as it adds all of the features of the Google+ platform to its website.

The chapters are:

  1. Introduction
  2. Social Plugins
  3. Public Data APIs
  4. OAuth-Enabled APIs
  5. Collaborative Baking with Hangout Apps
  6. Wrapping Up the Baked Goods

Depending on how experienced you are with developing on social platforms, the book is structured so you can easily skip around to the parts that are new to you. Or you can work through the processes one step and one chapter at a time.

Si Dunn

Get  more information here:  paperbackKindle

Head First HTML and CSS, 2nd Edition – An effective and entertaining guide now updated for HTML5 – #bookreview

Head First HTML and CSS, 2nd Edition
Elisabeth Robson and Eric Freeman
(O’Reilly,
paperback)

As a techie, I am admittedly a bit mediocre. I do know most of the critical differences between a couch and CouchDB. But I don’t speak fluent JavaScript or Klingon. I seldom eat regular expressions for breakfast. And I never brush my teeth with JSON or even SQLite.

In other words, I have to look up stuff in books, mess around with code examples, and try to puzzle out why I just wrote a function that completely blew up when I called it.

The clearer the how-to instructions and code examples, the better for my time-battered brain.

So, here is no surprise: I love the “Head First” series from O’Reilly. Its books introduce topics in amusing, easy-to-handle bites (and bytes) that are well illustrated and presented in orderly progressions. Typically, you create a simple project and spend the rest of the text learning how to add functions or features to it and improve its appearance and overall usability.

When I am in a mood to play for a few minutes or an hour or so, I enjoy opening a “Head First” volume. I can quickly teach my old-dog-self new tricks by working through a few of the examples and lighthearted explanations.

First published in 2005, Head First HTML and CSS has now been updated to cover HTML5. If you are a newcomer wanting to work with web pages or expand some basic web-page knowledge, Elisabeth Robson’s and Eric Freeman’s new 2nd edition is an excellent guide. It shows, step by step, how to create standards-based web pages using HTML5 and cascading style sheets (CSS).

Do not be intimidated by the book’s size (723 pages) and heft (nearly four pounds).  It will get you off to a fast start learning basic Hyper Text Markup Language (HTML). Then it introduces each new topic in small steps, with plenty of screenshots, diagrams, notes, tips, exercises, and Q&A sessions to help you stay on track.

Here is how the book is organized:

  1. The Language of the Web: getting to know html
  2. Meet the “HT” in HTML: going further, with hypertext
  3. Web Page Construction: building blocks
  4. A Trip to Webville: getting connected
  5. Meeting the Media: adding images to your pages
  6. Serious HTML: standards and all that jazz
  7. Adding a Little Style: getting started with CSS
  8. Expanding your Vocabulary: styling with fonts and colors
  9. Getting Intimate with Elements: the box model
  10. Advanced Web Construction: divs and spans
  11. Arranging Elements: layout and positioning
  12. Modern HTML: html5 markup
  13. Getting Tabular: tables and more lists
  14. Getting Interactive: html forms

The authors introduce basic HTML before taking you into HTML5. And they deliberately advocate “a clean separation between the structure of your pages and the presentation of your pages.” They teach you “to use HTML for structure and CSS for style….” They also show you how to test your web pages using more than one browser, so you can learn how to create pages “that work well in a variety of them.”

They do not try to cover everything in their “brain-friendly guide.”  They offer Head First HTML and CSS, 2nd Edition as “a learning experience, not a reference book.” (The book’s appendix, by the way, is titled “The Top Ten Topics (We Didn’t Cover): leftovers.” It focuses on more things you might want to consider and try.)

Once the authors have tossed you in head first and helped you develop a reasonably good feel for HTML5 and CSS, then you can go look for the fancy stuff.

You will have better notions of what to do with it once you have it.

Si Dunn

Dreamweaver CS6: The Missing Manual – 1000+ pages of good website how-to information

Dreamweaver CS6: The Missing Manual
By David Sawyer McFarland
(O’Reilly,  paperback, Kindle)

Dreamweaver website development and management software has been around more than 14 years. This makes it almost ancient by software standards. Yet, with each new release, it keeps steadily evolving, improving and adding more features and capabilities. And it is well-supported and stable. So Dreamweaver remains one of the most popular and widely used packages for designing and managing high-quality websites.

One thing you still don’t get with the Dreamweaver software package, however, is a printed manual. So it remains a perfect candidate for O’Reilly Media’s popular “The Missing Manual” series.

This book’s author, David Sawyer McFarland, knows pretty much everything about Dreamweaver. He has been using it since 1998. And, with this new edition, he keeps alive his string of writing every Dreamweaver book in “The Missing Manual” series. (His previous edition, covering Dreamweaver CS5.5, is reviewed here.)

McFarland’s book shows you how to use Dreamweaver CS6 and how to create a basic website. From there, you learn how to improve, expand, add features, and enhance the usefulness and sophistication of your website. You also learn how to use the built-in tools to manage what you have created. 

Here is what’s new in Dreamweaver CS6:

  • Basic support for HTML5, including HTML5 tags and code-hinting.
  • Support for CSS3, including code-hinting and adding numerous CSS3 properties to the CSS Styles panel. Dreamweaver CS6 also has a new CSS3 web fonts manager that expands font choices. And its new CSS transitions panel “lets you easily add animations to mouse rollovers, so you can turn a navigation bar into an animated visual delight.”
  • More web design support for mobile browsers, including a new “‘fluid grid layout’ tool that lets you build designs that re-flow content to match different devices….”
  • More support for jQuery Mobile and PhoneGap—“two programming technologies that let you build mobile phone applications using just HTML, CSS, and JavaScript.”

Dreamweaver CS6: The Missing Manual is organized as follows:

  • Introduction
  • Part One: Building a Web Page
  • Chapter 1: Dreamweaver CS6 Guided Tour
  • Chapter 2: Adding and Formatting Text
  • Chapter 3: Introducing Cascading Style Sheets
  • Chapter 4: Links
  • Chapter 5: Images
  • Chapter 6: Tables
  • Chapter 7: HTML: Under the Hood
  • Part Two: Building a Better Web Page
  • Chapter 8: Advanced CSS
  • Chapter 9: Page Layout
  • Chapter 10: Troubleshooting CSS
  • Chapter 11: Designing Websites for Mobile Devices
  • Part Three: Bringing Your Pages to Life
  • Chapter 12: Forms
  • Chapter 13: Adding Interactivity with JavaScript
  • Chapter 14: Add Flash and Other Multimedia
  • Part Four: Managing a Website
  • Chapter 15: Introducing Site Management
  • Chapter 16: Testing Your Site
  • Chapter 17: Moving Your Site to the Internet
  • Part Five: Dreamweaver CS6 Power
  • Chapter 18: Snippets and Libraries
  • Chapter 19: Templates
  • Chapter 20: Find and Replace
  • Chapter 21: Customizing Dreamweaver
  • Chapter 22: Working with Server-Side Programming
  • Appendix A: Getting Help
  • Appendix B: Dreamweaver CS6, Menu by Menu
  • Index (46 pages)

As usual, a CD is not included with this book. But “every single Web address, practice file, and piece of downloadable software mention in this book is available at www.missingmanual.com (click the Missing CD icon.)”

Whether you are an absolute newcomer or an old hand at using Dreamweaver, you can benefit by having and using this hefty how-to book.

Si Dunn

The CSS3 Anthology: Take Your Sites to New Heights – #bookreview #in #webdesign

The CSS3 Anthology: Take Your Sites to New Heights, 4th Edition
Rachel Andrew
(SitePoint,
paperback, list price $39.95; Kindle edition, list price $29.95)

“The basic purpose of CSS [Cascading Style Sheets],” Rachel Andrew notes, “is to allow the [web] designer to define style declarations — formatting details such as fonts, element sizes, and colors — and then apply those styles to selected portions of HTML pages using selectors: references to an element or group of elements to which the style is applied.”

The fourth edition of this popular how-to book for Cascading Style Sheets is aimed at providing how-to examples, shortcuts and tips for busy web designers and web developers already working with CSS.

However, web-savvy beginners and those who build and maintain their own websites also can benefit from this well-written book. Along with a short introduction to CSS basics, it offers many short code examples and related screenshots. And virtually every chapter is structured around answering the question “How do I…?” as each new topic is introduced.

Indeed, the 420-page book is a compilation of answers to questions, specific how-tos and examples readily adaptable to real-world web pages.

The CSS3 Anthology is organized into nine chapters:

  • Making a Quick Start with CSS
  • Text Styling and Other Basics
  • Images and Other Design Elements
  • Navigation
  • Tabular Data
  • Forms and User Interfaces
  • Cross-browser Techniques
  • CSS Positioning Basics
  • CSS for Layout

If you need a tutorial or refresher in HTML and CSS basics before grabbing this book, the author recommends Build Your Own Website the Right Way Using HTML & CSS, 3rd Edition, available in paperback and ebook formats.

– Si Dunn

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Three new specialized how-to books for SharePoint, JQuery & Mac OS X Lion Server – #bookreview #in #programming

Here are three new books for those with at least some basic to intermediate experience with Microsoft SharePoint, or web development, or Mac OS X Lion.

Microsoft SharePoint 2010: Creating and Implementing Real-World Projects
By Jennifer Mason, Christian Buckley, Brian T. Jackett, and Wes Preston
(Microsoft Press,
paperback, list price $34.99; Kindle edition, list price $27.99)

If you have some background in Microsoft SharePoint and want to dig deeper, this book can help you learn how to use SharePoint to create real-world solutions to ten common business problems.

Each chapter is devoted to a single project, such as creating a FAQ system to help users quickly find answers to their questions, setting up a help desk solution to track service requests, or building a simple project management system.

The projects are based on “various scenarios encountered by the authors as we have used SharePoint as a tool to build solutions that address business needs….Each of the solutions has been implemented in one or more organization,” they state.

Do not jump into Microsoft SharePoint 2010: Creating and Implementing Real-World Projects until you have gained “a general understanding of the basics of SharePoint,” the authors caution. And note that SharePoint is not easily defined as one “type” of product.

If you keep in mind the process of building a house, they write, “SharePoint is like the various tools and materials, and the final business solutions you build are like the house. There are many features and tools in SharePoint, and within this book, you will see different ways to combine and structure them into business solutions.”

Their 403-page book is well written and cleanly organized with short paragraphs and many headings, step lists and illustrations. It also has an extensive index.

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JQuery: Novice to Ninja, 2nd Edition
By Earle Castledine and Craig Sharkie
(SitePoint,
paperback, list price $39.95; Kindle edition, list price $29.95)

Technology changes fast, and web developers curious about JQuery will welcome this updated edition of Earle Castledine’s and Craig Sharkie’s book that first appeared in 2010.

This also is not a book for beginners. “You should,” the authors note, “already have intermediate to advanced HTML and CSS skills, as JQuery uses CSS-style selectors to zero in on page elements. Some rudimentary programming knowledge will be helpful to have,” they add, “as JQuery—despite its clever abstractions—is still based on JavaScript.” 

The authors offer high praise for the power of JQuery: “Aside from being a joy to use, one of the biggest benefits of JQuery is that it handles a lot of infuriating cross-browser issues for you. Anyone who has written serious JavaScript in the past can attest that cross-browser inconsistencies will drive you mad.”

They describe how to download and include the latest version of JQuery in web pages. And their book is organized to introduce JQuery features and code examples while also showing you, step by step, how to build a complete working application.

JQuery: Novice to Ninja, 2nd Edition has plenty of illustrations and is well indexed and written in a friendly, approachable style. 

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Using Mac OS X Lion Server
By Charles Edge
(O’Reilly,
paperback, list price $29.99; Kindle edition, list price $23.99)

Yes, intermediate and advanced system administrators will find some useful information in this well-written and nicely illustrated guide.

“But the book,” says author Charles Edge, “is really meant for new system administrators: the owner of the small business, the busy parent trying to manage all of those iPhone and iPads the kids are running around with, the teacher with a classroom full of iMacs or iPads, and of course, the new podcaster, just looking for a place to host countless hours of talking about the topic of her choice.”

What Using Mac OS X Lion Server  does not cover is “managing a Lion Server from the command line, scripting client management, or other advanced topics.”

The topics it does cover include: Planning for and installing a server; sharing and backing up files; sharing address books, calendars, and iChat; Wikis, webs and blogs; building a mail server; building a podcasting server; managing Apple computers and iOS devices; network services; and deploying Mac OS X computers.

The author cautions: “In many ways, the traditional system administrator will find Lion challenging in its consumeristic approach. There is a lot of power under the hood, but the tools used to manage the server have been simplified so that anyone can manage it, not just veteran Unix gods.”

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Si Dunn is a novelist, screenwriter, freelance book reviewer, and former software technical writer and software/hardware QA test specialist. He also is a former newspaper and magazine photojournalist. His latest book is Dark Signals, a Vietnam War memoir. He is the author of an e-book detective novel, Erwin’s Law, now also available in paperback, plus a novella, Jump, and several other books and short stories.

Webbots, Spiders, and Screen Scrapers, 2nd Ed. – Bots can be tools for good, efficiency, profit – #programming #bookreview

Webbots, Spiders, and Screen Scrapers: A Guide to Developing Internet Agents with PHP/CURL, 2nd Edition
By Michael Schrenk
(No Starch Press,
paperback, list price $39.95; Kindle edition, list price $31.95)

Bots have a bad reputation on the Web, but when used properly and for honest purposes, they can be tools for good, for better business and research efficiency, and for profit.

That’s the major premise behind Michael Schrenk’s popular book, now updated from its 2007 first edition.

He is a specialist in “automated agents (webbots, spiders, and screen scrapers)” that “solve problems” which web browsers can’t solve for themselves.

“The basic problem with browsers,” Schrenk writes, “is that they’re manual tools. Your browser only downloads and renders websites: You still need to decide if the web page is relevant, if you’ve already seen the information it contains or if you need to follow a link to another web page. What’s worse, your browser can’t think for itself. It can’t notify you when something important happens online, and it certainly won’t anticipate your actions, automatically complete forms, make purchases, or download files for you. To do these things, you’ll need the automation and intelligence only available with a webbot, or a web robot. Once you start thinking about the inherent limitations of browsers, you start to see the endless opportunities that wait around the corner for webbot developers.”

Spiders, by the way, “are specialized webbots that – unlike traditional webbots with well-defined targets – download multiple web pages across multiple websites,” he notes. Meanwhile, screen scraping is not clearly defined in this book, despite being in the subtitle. It generally involves automatically collecting, but not parsing, visual data from a source. Schrenk includes a chapter titled “Scraping Difficult Websites with Browser Macros,” and some purists would call that more a focus on the process known as web scraping rather than screen scraping. But this is minor nitpicking.  

Schrenk’s well-written book offers sample scripts (mostly written in PHP) and example projects that show how to design and write webbots. And his website for the book offers several code libraries that can be downloaded. “The functions and declarations in these libraries provide the basis for most of the example scripts used in this book,” he says. Likewise, his example scripts mostly use that website “as targets, or resources for your webbots to download and take action on” for practice and learning.

It is important, before diving into the programming, to take very careful note of his paragraph titled: “Learn from My Mistakes.” In it, Schrenk emphasizes: “I’ve written webbots, spiders, and screen scrapers for over 15 years, and in the process I’ve made most of the mistakes someone can make. Because webbots are capable of making unconventional demands on website, system administrators can confuse webbots’ requests with attempts to hack into their systems. Thankfully, none of my mistakes has ever led to a courtroom, but they have resulted in intimidating phone calls, scary emails, and very awkward moments. Happily, I can say that I’ve learned from these situations, and it’s been a very long time since I’ve been across the desk from an angry system administrator. You can spare yourself a lot of grief by reading my stories and learning from my mistakes.”

The 362-page 2nd edition has 31 chapters and three appendixes, and it is divided into four major parts:

  • ·         Part I: Fundamental Concepts and Technologies
  • ·         Part II: Projects
  • ·         Part III: Advanced Technical Considerations
  • ·         Part IV: Larger Considerations

That final part includes a very important chapter on keeping webbots and spiders out of legal trouble.

In other words, have fun but be very careful with what you create. As Schrenk emphasizes: “…it’s up to you to do constructive things with the information in this book and not violate copyright law, disrupt networks, or do anything else that would be troublesome or illegal.” And: “If you have questions, talk to a lawyer before you experiment.”

Words to the wise. And, yes, to the wiseasses, as well.

Si Dunn is a novelist, screenwriter, freelance book reviewer, and former software technical writer and software/hardware QA test specialist. He also is a former newspaper and magazine photojournalist. His latest book is Dark Signals, a Vietnam War memoir available now in paperback. He is the author of a detective novel, Erwin’s Law, a novella, Jump, and several other books and short stories.

Web Development Recipes – To make life easier for you & your users – #programming #bookreview #in

Web Development Recipes
By Brian P. Hogan, Chris Warren, Mike Weber, Chris Johnson, and Aaron Godin
(Pragmatic Bookshelf, paperback, list price $35.00)

“It’s no longer enough,” this book’s authors state, “to know how to wrangle HTML, CSS, and a bit of JavaScript. Today’s web developer needs to know how to write testable code, build interactive interfaces, integrate with other services, and sometimes even do some server configuration, or at least a little bit of backend work.”

Their handy, helpful new work offers more than 40 “practical recipes that range from clever CSS tricks that will make your clients happy to server-side configurations that will make life easier for you and your users. You’ll find a mix of tried-and-true techniques and cutting-edge solutions, all aimed at helping you truly discover the best tools for the job.”

Web Development Recipes is organized as seven chapters and two appendices:

  • Chapter 1: Eye-Candy Recipes – Covers a few ways to use cascading style sheets (CSS) and other techniques to improve the appearance of web pages.
  • Chapter 2: User Interface Recipes – Focuses on techniques to make better user interfaces, including JavaScript frameworks like Knockout and Backbone. Also shows “how to make better templates for sending HTML emails.”
  • Chapter 3:  Data Recipes - Explores ways to work with user data. Shows how to create a simple contact form and gives “a peek” at using CouchDB’s CouchApp to build a database-driven application.
  • Chapter 4: Mobile Recipes - Shows ways to work with mobile computing platforms. Focuses on jQuery Mobile, handling multitouch events and helps you “dig a little deeper into how to determine how and when to serve a mobile version of a page to your visitors.”
  •  Chapter 5: Workflow Recipes - Focuses on improving your processes, including using Sass to “make your life easier when managing large style sheets.” Also introduces CoffeeScript, “a new dialect for writing JavaScript that produces clean, compliant results.”
  • Chapter 6: Testing Recipes – Using automated tests to help you build “bullet-proof” websites. Also, “how to start testing the JavaScript code you write.”
  • Chapter 7: Hosting and Deployment Recipes – Building a virtual machine to be used as a testing environment, so you can test before moving to a real production environment. Also covers setting up secure sites, doing redirects properly, and automating website deployments “so you won’t accidentally forget to upload a file.”
  •  Appendix A1:  Installing Ruby - Several of the web development recipes require having the Ruby programming language installed on your computer.
  • Appendix A2: Bibliography – Lists six works for further reference.  

Along with Ruby, there are a few other prerequisites:

  • HTML5 and jQuery
  • Working with command-line prompts in a shell on a Windows, OS X or Linux machine.
  • QEDServer (can be downloaded from the book’s website).
  • A virtual machine (either set up with help from the book or downloaded already configured from a website link in the book).

The source code for the book’s projects also can be downloaded from the book’s website.

In many of the recipes, the authors assume that you have “a little experience with writing client-side code with JavaScript and jQuery.” But if you don’t, they contend you can still learn a lot by reading the recipes and studying the source code they’ve provided.

Each recipe is presented in a straightforward problem, ingredients and solution format, with clear explanations, code examples, illustrations, tips and links to more information.

If you are doing web development work or wanting to move into that arena, Web Development Recipes could be a very good book to keep handy.

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Si Dunn is a novelist, screenwriter, freelance book reviewer, and former software technical writer and software/hardware QA test specialist. His latest book is a detective novel, Erwin’s Law. His other published works include Jump, a novella, and a book of poetry, plus several short stories, including The 7th Mars Cavalry, all available on Kindle.

The New Rules of Marketing & PR – More how-to from David Meerman Scott – #bookreview

The New Rules of Marketing & PR (3rd Edition)
How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases & Viral Marketing to Reach Buyers Directly
By David Meerman Scott
(John Wiley & Sons, Inc.,
paperback, list price $19.95; Kindle edition, list price $19.95)

More than a quarter million copies of this book have been purchased since it first appeared in 2007, and it has been translated into more than 25 languages. David Meerman Scott clearly has some fans and has jarred some thinking in the marketing and public relations world.

So the updated advice, examples and how-to tips in his book’s third edition may be just what you need if you are in the process of starting up a business or trying to revamp and modernize your existing marketing approaches.

The updates include new examples and ideas drawn from the author’s many sessions with audiences around the world, as well as responses to posts in his well-known marketing and leadership blog, WebInkNow.

Two timely and important new chapters also have been added.

  • “Mobile Marketing: Reaching Buyers Wherever They Are” focuses on using “location-based mobile marketing” to reach buyers via “GPS-enabled mobile applications for iPhone, BlackBerry, Android, and other devices….”
  • And, “Marketing and PR in Real Time” makes the key point that “[i]f you pay attention to what’s happening in your marketplace and react instantly, you can insert yourself into stories as they unfold, generating market attention not possible if you want even a day to react.” Scott shows you how to do this.

The third edition is stronger than the previous two editions on answering “How do I get started?” For example, the book includes a new “Marketing & PR Strategy Planning Template” that is designed “to help people implement strategies for reaching buyers directly.”

Writes Scott: “I believe it’s essential to shift out of the marketer’s comfort zone of preaching about products and services….The marketing and PR strategy template is built on the same principle I use throughout this book: that understanding buyers and publishing information on the web especially for them drives action.”

The goal, he says, is to publish “valuable information” so “your content surfaces when buyers are looking for help solving their problems!”

This book likely will not be the only one you will need to help launch or modernize your marketing and public relations strategy. But David Meerman Scott’s The New Rules of Marketing & PR definitely should be at the top of your list and the one you read first.

Si Dunn‘s latest book is a detective novel, Erwin’s Law. His other published works include Jump, a novella, and a book of poetry, plus several short stories, including The 7th Mars Cavalry, all available on Kindle. He is a screenwriter, a freelance book reviewer and a former technical writer and software/hardware QA test specialist.